1. Institutional Investing
in the 21st Century:
The Growing Influence of Digital
and Social Media in Europe
EUROPE

2. 2
Social Media and LinkedIn Shape Investment Decisions
In 2014, we delivered a groundbreaking report providing insight into the role
social media plays in financial decision-making. The eye-opening findings
were based on our survey of how approximately 300 Institutional Investors and
Institutional Asset Managers use LinkedIn for investment decisions.
Late last year we decided to validate our findings and gain an even deeper
understanding into the use of social media and types of information Institutional
Investors find valuable. We did so by partnering with Greenwich Associates
to conduct a research study among a broader audience beyond the LinkedIn
platform.
This report highlights responses from Institutional Investors in Europe, providing a
glimpse into how they educate themselves on industry trends, industry news and
investment products and services, and what impacts their investment decisions.
For the purposes of this study, Institutional Investors were defined as those
employed by institutions across four sectors (Corporate Pensions, Insurance, Public
Pensions, Endowments and Foundations) with occupations relevant to investing.
Institutional Investor respondents were also decision makers or influenced
decisions about their institution’s investments.
While this research delivers new insights, the key findings jibe with the conclusion
we drew from our LinkedIn-specific research: investors are seeking information
that informs their investment decisions. Asset Managers that seize this opportunity
can shape perspectives on industry issues, influence investment decisions, and
stand apart from the pack.
Greenwich Associates conducted an online survey of 256 institutional investors from North America, Europe, and Asia Pacific between November 14, 2014 and December 5, 2014.

3. 3
Nearly three in four Institutional Investors use Social Sources for Financial
Information
LinkedIn is the top social media resource for Institutional Investors in Europe seeking financial information. The vast majority of those
turning to social channels prefer LinkedIn and use it at least monthly.
WHAT SOCIAL MEDIA DO IIS USE TO STAY INFORMED Global Europe
48%
36%
40%
23%
16%
18%
47%
29%
of Institutional Investors
use digital resources for
investing
97%
73%
of Institutional Investors
use social media for
investing

4. Rapid Adoption and Growing Use of Social Media and LinkedIn
4
Nine in ten Institutional Investors who use LinkedIn for their role
are doing so weekly or more
Use LinkedIn weekly
or more
91%
% OF LI USERS WHO INCREASED / PLAN TO INCREASE USAGE
Increased use
over the
PAST YEAR
40%
Plan to increase
use over the
NEXT YEAR
44%
Increased use over
the PAST YEAR
Plan to increase use
over the NEXT YEAR
41%
35%
More than a third of users plan to increase their use of LinkedIn for
financial information over the next year

5. 5
Beyond the mainstays of news and researching companies,
Institutional Investors are tapping into social for relevant insights
Institutional investors who use social media for each of the top purposes are more than likely turning to LinkedIn vs. Facebook or Twitter
“LinkedIn has made it easier to learn and follow what other people think about the markets”
– Institutional Investor
50%
1
Read timely news
or market/industry
updates
51%
27%
30%
39%
3
Seek opinions/
commentary on
markets/events
59%
38%
17%
46%
2
Research specific
industries
59%
44%
26%
38%
4
Learn about
investment products/
services
39%
39%
25%
37%
5
Seek educational
content to inform
investing
63%
30%
22%

6. 6
Institutional Investors strongly prefer LinkedIn for subject matter education
Institutional Investors turn to LinkedIn more than any other top social media source for that information – as well as to research asset
management firms and seek recommendations about investment products or services. Of note is that they clearly favor LinkedIn over other
top social media networks when it comes to finding deep subject matter education.
“LinkedIn is a better source for reliable information
and contact with other professionals who can
provide me with additional insights”
– Institutional Investor
52%
LINKEDIN
15%
TWITTER
4x
as likely to use LinkedIn
FACEBOOK
12%
60%
30%
0%

7. 7
Social Media Insights Trigger Action
While these findings are noteworthy,what should spark the most interest is what Institutional
Investors do after consuming financial-related information on social media. Institutional
Investors don’t simply seek out this information for educational purposes. Rather, they are
triggered to take some course of action as a result:
Conduct further research on an
industry issue or topic
45%
Choose to work with a
particular company or client
34%
Share the information with
decision makers at their company
38%
Make an investment
recommendation or decision
28%
Start a discussion with my
investment consultant
32%
Consult that social
media source more regularly
24%

8. 8
Key Findings
Nearly all Institutional Investors use digital media sources for their roles (97%), and 73% turn to at least one social
network.
»» Financial news sites, social media, and financial institution websites/blogs are the top digital destinations for
financial topics.
»» LinkedIn is the preferred social source, with 47% of all Institutional Investors using the platform for their roles.
Insights that investors are gaining from social media use are influencing critical decision-making at their
organizations:
»» One-third who use social media have learned something that influenced a decision to work with a company or
client (34%).
»» Nearly as many investors say something they learned via social influenced an investment recommendation or
decision (28%).
Institutional Investors are turning to social media for insights, opinions and content relevant to their roles in investing:
»» Top information sought: Industry research, opinions on markets/events, product info, news and market updates.
»» For deep subject matter education, Institutional Investors are 4X as likely to turn to LinkedIn vs. other social sources.

9. 9
Seize the Opportunity: Position Your Firm as an Influencer Using These Guiding Tips for
an Effective Content Marketing Strategy
Best Practices Pitfalls to avoid
• Set aside budget for increasing brand awareness
• Get creative when it comes to expanding your targeting
methods
• Create an evergreen content calendar to ensure you
have a plan and enough material for an ‘always on’
approach
• Ensure your content always complements and supports
your company’s business objectives
• Work with compliance to set up a policy that addresses
turnaround time and a set of general rules of thumb to
follow when creating content
• Measure the effectiveness of your content efforts when
you are actively engaging Institutional Investors versus
relying on organic means
• Don’t force content into channels that are not
appropriate for distributing your message or engaging
your target audience
• Don’t create content without first involving legal and
compliance for guidance
• Don’t work in a silo; instead partner with internal subject
matter experts and the appropriate colleagues to
maintain an always-on marketing approach
• Don’t set it and forget it; continually attend to and
optimize your content marketing